Jaeger-LeCoultre is synonymous with innovation and reinvention. The Maison has turned back time with their temporary pop-up cafe called “Reverso 1931.” Treat yourself to some 1920-30s glamor, vivacity, and tantalizing doses of Art Deco style at the new pop-up café located at 729 Madison Avenue, in the very heart of Manhattan. The cafe is dipped in an Art Deco setting, celebrating 90 years of the enchanting journey of the iconic Reverso. The ingredients from La Vallée du Joux come alive in the pastries and drinks tailor-made by French pastry chef Nina Métayer.
Treats look mesmerizing and elegant, with Art Deco-style graphics making an appearance on intricately patterned Swiss chocolate and hazelnut pastries. The complementary Art Deco chocolates are the cherry on the cake, if not the entire cake itself. Breathing timelessness in a cafe dedicated to time is Brooklyn-based lettering artist Alex Trochut, who created a new Art Deco “1931 Alphabet” displayed on the casebacks of Reversos and the backdrop of the café wall.
Dwell shared the Reverso 1931 Café will be open until November 22. It will then take to the streets of SoHo and Bryant Park as a food truck adorned with exuberant typographical artwork by Trochut until December 2. Fans of the incredible Reverso timepiece will revel in historical products and technical information and explore the just-released Reverso Duoface Calendar.